Modern System Approach To
Synergistic Marketing and Selling
Modern selling is a team sport, and a complex one at that. Winning at it
takes discipline and structure. Making it up as you go along is a recipe for
Features Tell, Benefits
Emphasize the benefits of your product, not its
What's the difference?
Features tell, benefits sell.
For example, if you're selling a fuel efficient
car, don't say "our cars consume less gasoline than conventional cars"
(emphasizing the feature), say instead "you save money every time you drive
this car" (emphasizing the benefit).
Selling Is Solving Problems
All businesses are selling
Problem Solving Strategies:
Selling is about solving customer problems.
Your prospective customers may be aware of these problems, or you can bring
these problems to their attention. Your prospective customers may face
these problems currently or they will face these problems as the situation
and their needs change.
4 Types of Problems
The most successful salespeople are the ones
who find pressing customer problems, identify the customer’s priorities for
solving those problems, and help customers solve them in a way that is
convenient, cost effective,
Support for your product purchase can be won or
lost based on
→your ability to present with
credibility, to transfer your
enthusiasm, and to deliver your thoughts and ideas with
Communicate effectively to educate,
motivate and persuade your prospects. Be more persuasive using
keys. A remarkable and persuasive presentation can help you stand out
from the crowd, get noticed in a positive way and win new clients, new sales
or business tenders...
Selling by Listening
Great salespeople are great
great listeners. The most
for anyone in the business world – managers, innovators, salespeople, and
customer service specialists – is
effective listening. People
don't buy what you wish to sell.
They buy what
they need. Selling is not
happening when you are talking. Selling is happening when your prospect is
talking, and you are
actively and passionately,
listening to your prospect's
emotions to find the right fit...
Apply 80/20 Rule
80/20 Principle helps you direct
your attention where the real threat of competition exists. 80% of your
revenue comes from 20% of your customers. Know who your top
revenue-producing customers are and make sure you meet their needs to
win their loyalty. "Focusing on 20% of your customers is a great deal
easier than focusing on 100% of them." Being customer centered on all
your customers is impossible. "But cherishing the core 20% is both
feasible and highly rewarding."3...
Don't Forget About Your
It costs 6-8 times more to sell to a new
customer than an existing one. Yet, sales and marketing budgets of many
companies are heavily weighted toward new customer acquisition. Yes, you
should invest in new customers. But, you should also have distinct and
specific plans for building customer loyalty...